Takeaways

• A logo is not a brand strategy. Positioning, personality, voice, audience personas, brand story, and elevator pitch all come before the visual identity, and they're what actually make the visuals work.
• If you can't explain your business in one line, or your whole team would describe it differently, that's a signal you need a brand strategy, not more marketing.
• Marketing struggles are often brand problems wearing a marketing costume. When a business keeps changing tactics and nothing improves, the issue usually lives in the message, not the channel delivering it.
• What you believe your differentiator is and what your customers actually think can be two completely different things. Real customer research, not assumption, is what uncovers the truth.

Taylor and Kelly get into a conversation they ...